What You Need to Know about Running Facebook Ads During These Trying Times


The times, they have changed…

Our world is of course, ever-changing, but no one could foresee the kind of change that is happening all over the world.

Countries, industries, and consumers all have been shocked on various different levels over the last few months.

Uncertainty of the future is at an all-time high!

This isn’t the first time, nor will it be the last time to prove that necessity is the mother of all invention, or in this case, innovation.

During a period when consumer behaviour is changing, it is up to businesses to hone in and focus on the human experience during difficult times to not only be sensitive to consumer needs but to also produce more effective ads.

That is why we thought we would provide some helpful tips on how to guide your Facebook ad strategies during a global pandemic.

First Things First – Express Empathy

Now, the first thing you need to keep in mind is that it may appear insensitive to ignore the communal trauma that everyone is experiencing, so the first step to analysing your ad strategy should be to think of your own views and not just those of your business.

The main reason people feel this way is because if you think about Maslow’s Hierarchy of needs, people are slowly moving into survival mode.

In this way, you begin to express to the consumer that you realize that any product is an investment and could be valuable to them in the long run.


Some Good News – CPMs are at an All Time Low

Right now, it appears that Facebook CPM has depleted significantly, our client’s campaigns and even our own campaigns reflect that.

While this situation has provided great opportunity to communicate ads to everyone who is at home and using their devices so much more, the supply of advertisers has lessened as a result of businesses reducing the cost of their ad spend.

This is a result of the thought that it is cheaper to convey an individual ad impression as opposed to running multiple ads.

Now the solution to this in our opinion is to break down the process step by step and to analyse why your ad is not getting the response you desire.

For example, you could have a 1000 people viewing or clicking on your ad, however, only 1 proceeds to check out, then you have an issue, so, what you would need to do as an is troubleshoot where things are falling apart and this can be anywhere really.


We can divide this into a 5-step action plan and what you should be asking yourself.

  1. First, start with your gut. Think about what your gut is telling you and trust that instinct. (Is my approach too forward right now? Is this what people want to hear?)
  2. Where is my money being spent (what placement, the audience, the platform, etc.) and what do I know about the results? How does the result compare to previous results?
  3. Is your ad adding value to people during this time? Or does it come across as you just trying to take care of your business a.k.a. selfish?
  4. Look at your creative, can people resonate with it right now? What kind of emotion are you appealing to? Is it an emotion that can strengthen a connection with a reader during these times or is it a creative that will draw out frustration with your business.
  5. Ask yourself is your product a luxury, or is it an investment for someone right now? How can you change your message or how can you adapt your offer to look more like that latter?

Ps. Recognize that you are dealing with the economy at a macrolevel. So even if your revenue isn’t producing a large profit, any profit right now is a good sign!


Some Suggestions on How to Adjust Your Messaging

  1. We are all waiting for this to pass, and it will, eventually. So, you want to excite people about participating once you are able to operate again. Show them how you can help them.
  2. It’s never been more important than ever In essence to be honest about your intentions but not dramatic about it.
  3. Also, keep in mind people are already scared and uncertain, so avoid using scare tactics or coercing people into purchasing something now, unless you really have limited stock, deals and value.
  4. We’ve noticed that the buying cycle is longer than usual, so give your customer time to think about it but help them understand how this product could make the overall experience less challenging, considering their basic needs and what is important for us right now.
  5. Email automation and other direct marketing tactics can assist in helping your customer identify why there is a hesitation and being clear as to how this objection can be understood and resolved.
  1. For example, someone may not see a product as being valuable.Open the channel of communication and understand why they do not think it is valuable.

    Then move forward in assessing your ads and the way you are marketing yourself.

    In conclusion, focus should be shifted from peoples desires to peoples needs and understanding how you can affect this shift in the consumer experience.

    This is our two cents from data we’ve gathered over the last 8 weeks, we truly hope it helped you gain perspective of what is really causing friction in the marketing landscape today.

Jandre de Beer

Author Jandre de Beer

In a nutshell... I'm an online marketing expert with an appetite for #entrepreneurship! I'm the Managing Director of Version Eight and a contributing author to Entrepreneurs Mag SA and SME.

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